Marketing is a process by which companies create value for customers and build strong

customer relationships to capture value from customers in return

Understanding the Marketplace and Customer Needs

Core Concepts

•Customer needs, wants, and demands

•Market offerings

•Customer Value and satisfaction

•Exchanges and relationships

•Markets

Customer Needs, Wants, and Demands

Needs : •States of deprivation

•Physical—food, clothing, warmth, safety

•Social—belonging and affection

•Individual—knowledge and self-expression

Wants : •Form that human needs take as they are shaped by culture and individual personality

Demands :•Human wants backed by buying power

•Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want

•Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs

Customer Value and Satisfaction Expectations

Exchange is the act of obtaining a desired object from someone by offering something in return

Markets are the set of actual and potential buyers of a product or service

Designing a Customer-Driven Marketing Strategy

Marketing management is the art and science of choosing target markets and building

profitable relationships with them

–What customers will we serve?

–How can we best serve these customers?

Selecting Customers to Serve

Demarketing is marketing to reduce demand temporarily or permanently; the aim is not

to destroy demand but to reduce or shift it

Choosing a Value Proposition

•The value proposition is the set of benefits or values a company promises to deliver to

customers to satisfy their needs

Marketing Management Orientations

Production concept is the idea that consumers will favor products that are available or
highly affordable

Product concept is the idea that consumers will favor products that offer the most
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.

Product concept is the idea that consumers will favor products that offer the most
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.

Selling concept is the idea that consumers will not buy enough of the firm’s products
unless it undertakes a large scale selling and promotion effort

Marketing concept is the idea that achieving organizational goals depends on knowing
the needs and wants of the target markets and delivering the desired satisfactions better
than competitors do

Societal marketing concept is the idea that a company should make good marketing
decisions by considering consumers’ wants, the company’s requirements, consumers’
long-term interests, and society’s long-run interests

Preparing an Integrated Marketing Plan and Program

•The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing

strategy. It includes product, price, promotion, and place.

•Integrated marketing program is a comprehensive plan that communicates and

delivers the intended value to chosen customers.

Building Customer Relationships

Customer Relationship Management (CRM)

The overall process of building and maintaining profitable customer relationships by

When does Indonesia celebrate its Independence Day?
On August 17, 1945, Indonesia declared its independence from Japan. This declaration of independence was met with vehement opposition from the Dutch rulers, and was followed by four years of unrest and diplomatic meetings. Finally, in 1949, the Dutch officially recognized the independence of
Indonesia but it was not until 2005 that Dutch accepted August 17 1945, as Indonesia’s official date of independence.

How is the Indonesian Independence Day celebrated?
In Indonesia, Hari Merdeka or Independence Day is a day filled with festivities and celebrations. The preparations for Hari Merdeka begin well in advance. This tim of the year all of Indonesia seems to be draped in red and white, the colors of its flag.

In the run up to the celebrations, malls and the fences around the presidential building is adorned with red and white buntings. The city of Jakarta wears an air of festivity and the area between Jl. Thamrin and Jl. Sudirman is done up with unique decorations that reflect the spirit of independence. Neighborhood associations arrange kerja bakti or community service which includes cleaning the residential areas. The residents are also requested host flags for a set duration of time. Finally, on the eve of Independence Day, the President delivers addresses the nation.

These preparations culminate into the grand celebrations of the Independence Day that usually begins with flag hoisting ceremony in the presidential place. High school students chosen from across the country for their marching skills, put up a colorful show while the Indonesianflag hoisted. This is followed by parades and fun-filled activities for the public. These include as Krupuk (shrimp chips) eating, bike decorating, and cooking contests. One of the popular games played on this day is Panjat Pinang in which participants climb the greased trunk Areca palm tree.

What significance does the Independence Day hold in Indonesian history?
The arrival of Dutch in Indonesia can be traced back to the establishment of Dutch East India Company (VOC) in 1602. In 1800, after the bankruptcy of VOC, Netherlands established Dutch East Indies – the colony that became present day Indonesia after the World War II. Indonesia remained under Dutch control until World War II, when the Japanese invaded it and overran the Dutch forces. The Japanese ruled this archipelago from March 1942 until the end of war in 1945. After the surrender of the Japanese, Indonesian nationalist leader, Sukarno, declared independence on August 17, 1945. Sukarno became the first president of Indonesia.

The Dutch, however, did not accept this declaration of independence. What followed was Indonesian National Revolution, an armed and diplomatic struggle between Indonesia and Dutch Empire. The revolution came to an end in 1949, when Netherlands recognized Indonesian independence. The Independence Day of Indonesia marks the occasion when the country declared its freedom from foreign rule.

What does the Indonesian flag represent?
The national flag of Indonesia, also known as Sang Saka Merah-Putih was proudly unveiled on August 17, 1945. It is based on the banner of 13th Majapahit Empire in East Java. The design of the flag has remained same since its independence. The flag consists of two horizontal stripes of equal size; the top strip is red, and the bottom one is white. The colors of the flag have special significance for the history and people of Indonesia. While red represents courage, white epitomizes purity.

Who wrote the national anthem of Indonesia?
The national anthem of Indonesia, Indonesia Raya, was composed by Wage Rudolf Supratman. It was introduced for the first time on October 28, 1928, in the Second Indonesian Youth Congress in Batavia, or present day Jakarta. It was adopted as the national anthem in 1945.

Welcome to WordPress.com! This is your very first post. Click the Edit link to modify or delete it, or start a new post. If you like, use this post to tell readers why you started this blog and what you plan to do with it.